Brand marketing: “What do customers really need?” Brand marketing steps:
In the digital age, huge databases and advanced technologies have reduced the difficulty of digital marketing and brand marketing, but At the same time, it also brings challenges to the work, mainly in two aspects:
Program planning: Information explosion, how to quickly and efficiently attract users’ attention and achieve high returns on brand marketing?
Plan implementation: Information is transmitted faster. A failed plan or a failed case can be quickly amplified and cause huge losses to the enterprise.
How to develop solutions that best meet user needs? In theory, no matter how complex a business problem is, there is always one key question that everyone can simply understand.
Based on this simple question, a reasonable and feasible plan was formulated, and the most beneficial plan was estimated, reflecting the significance and competitiveness of the work.
Brand marketing steps:
1: Collect demand: Demand can come from the upstream and downstream teams within the company, or from market customers;
2: Our work It is to digest and explain a complex problem into these simple and key issues;
3: Design and plan, select 1-2 optimal plans from 3-5 plans, and determine the specific implementation Steps and dependent conditions;
4: Implement brand marketing plans to solve these key and simple problems to achieve the best results;
5: Implement monitoring plans and make timely corrections and adjustments;< /p>
6: Summarize and reflect, accumulate and accumulate.
Main difficulties:
1: "What do customers need?" This is the fundamental point;
2: The difficulty is that the answers to these questions are very difficult. Less likely to be found from ready-made cases or textbooks; the best answer is not necessarily perfect, but the most feasible answer;
3: The ability to think and analyze/propose solutions is very important.
Because this marketing method has the characteristics of a wide audience and strong suddenness, it can maximize the effect of information transmission in a short period of time and save a lot of publicity costs for enterprises. In recent years, it has become an increasingly popular method of public relations communication and marketing at home and abroad.
New media marketing methods:
1: Viral marketing
By providing meaningful products or services, "let everyone tell everyone", through others Promote for you and achieve the effect of "marketing leverage".
Viral marketing has become the most unique way in Internet marketing. It is a commonly used Internet marketing method and is often used for Internet promotion, brand promotion, etc.
2: Event Marketing
Event marketing refers to companies planning, organizing and using people or events with news value, social influence and star effect to attract the media, community organizations and Consumer interest and support improve the visibility and reputation of a company or product, establish a good brand image, and ultimately promote product or service sales.
3: Word-of-mouth marketing
Word-of-mouth marketing means that companies spread their product information or brand through mutual communication among customers during the brand building process.
4: Hunger Marketing
"Hunger Marketing", used for commercial promotion of products or services, refers to commodity suppliers deliberately reducing production to achieve supervision of supply and demand, and manufacturing is in short supply. The "illusion" and marketing strategy are to maintain the product image and maintain the high price and profit margin of the product.
5: Knowledge Marketing
Knowledge marketing refers to disseminating new science and technology to the public and its impact on people's lives. Through science popularization, customers not only know why, but also know why new product concepts are established again, so that consumers can create demand for new products and achieve the purpose of expanding the market.
With the advent of the era of knowledge economy, knowledge has become the capital of economic development, and the accumulation and innovation of knowledge have become the main source of power to promote economic growth.
Therefore, as a company, while engaging in product research and development, it must consider the promotion of knowledge and use knowledge marketing to minimize the market risks of successful new product development.
6: Interactive marketing
The so-called interaction is the interaction between both parties.
In interactive marketing.
One side is the consumer and the other side is the company.
Only by grasping the overall interests and finding clever communication opportunities and methods can both parties be closely integrated.
Interactive marketing emphasizes that both parties adopt the same behavior.
7: Emotional marketing
Emotional marketing is based on consumers’ personal emotional differences and needs as the core of corporate brand marketing strategy. Through emotional packaging, emotional promotion, emotional advertising, Strategies such as emotional reputation and emotional design achieve the business goals of the company.
8: Member Marketing
Member marketing is a marketing method based on member management. The company converts general customers into members, analyzes member consumption information, taps customers' subsequent consumption capabilities, absorbs lifetime consumption value, and maximizes customer value through customer introductions.
There are many differences from traditional marketing methods in business concepts and concepts. Member marketing uses management methods such as shopping mall points and level systems to increase user stickiness and activities and increase the customer life cycle.
Based on the actual situation of the company and the characteristics of consumers, which platforms are more suitable for disseminating and pushing the company's product information and reaching consumers and user groups relatively accurately.
Because the products of various industries are different and the service targets of consumers are also different, the channels chosen for promotion are also different.